Suchergebnisse

Given the predominance of visual image over language copy in global advertising this research explores its inter-cultural perception across emerging markets worldwide. Discourse analysis was conducted on the qualitative responses to global print advertisements by target segments in emerging markets of three geographic regions. Both similarities and differences of perception were found between the selected markets in the Middle East, Latin America and East Asia regions, among the upper middle-class target segment for up-market fashion products. Hence the author proposes that visual perception of global advertising be conceptualized as a continuum of vernaculars, rather than as discrete modes suggested by established inter-cultural typologies. Effective execution of global advertising campaigns for emerging markets therefore calls for contingency approaches to optimizing creative strategies.

Motivating the politically and economically disenfranchised to vote can be problematic, particularly in the emerging democracies where political marketing is gaining ground without concurrent voter education. Utilising textual and discourse analysis this paper deconstructs a social marketing campaign in Peru where the rhetoric of political candidature is challenged. Through characterising voters as employers and selection criteria based on analogies of daily life, the political process is made comprehensible and accessible, if not also radically appealing. The author introduces voter empowerment as a concept positioned in the interstices between social marketing and political communications, and distinct from political marketing. Comparative studies of similar campaigns are needed to demonstrate whether these may prove effective and how much adaptation is needful cross-nationally. Meanwhile the Peru campaign provides policy-makers and social activists elsewhere with a model for communicating creatively with marginalised citizens about exercising their democratic rights.